If you’re not including Hispanic women in your marketing strategy, you’re missing out on a growing and influential target market. Some 52 million strong, U.S. Hispanics collectively have an impressive buying power of $1.2 trillion. But according to a recent report published by Nielsen, it’s Hispanic women, in particular, who are gaining prominence. They are expected to represent 30 percent of the total female population by 2060, while the non-Hispanic white female population is expected to drop to 43 percent. Latinas are also becoming more educated and tech savvy, and a whopping 86 percent of Latina women say they make the purchasing decisions in their households.
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